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Consumers’ online shopping experience with augmented reality : a way to influence consumers’ knowledge and behavior

Trinidad, J.I.M (2020) Consumers’ online shopping experience with augmented reality : a way to influence consumers’ knowledge and behavior.

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Abstract:Augmented reality (AR) is an innovative technology that may provide a solution for consumers’ feelings of uncertainty. Brands have already discovered the benefits of AR in online shopping, since an increasing number of brands are using it as a marketing tool to grow their market size. Whereas the focus of AR has mainly been on marketing opportunities and the development of the technology, this research aimed to investigate what beneficial effects it can have on consumers’ online shopping experience. It was expected that uncertainty would be particularly high for products that would be perceived as high in financial and performance risk as opposed to low financial and performance risk perceptions The main study, is a 2 (use of AR technology, i.e., online shopping with AR vs online shopping without AR) by 2 (product functionality, i.e., high functional product vs low functional product) by 2 (product financial risk, i.e., high financial risk vs low financial risk) between-subjects design (N = 243). The findings showed AR’s effectiveness as participants’ purchase uncertainty decreased when they perceived performance risk and financial risk perceptions. These, results testifies to the potential of AR to create an enjoyable and interactive online shopping experience and to be. Keywords: augmented reality, product risk, online shopping, purchase uncertainty
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/83522
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